Scope mouthwash announces new packaging, persona

The brand’s new persona is described as “Courage Encouraged” — a tingly, fear-destroyer that freshens breath and provides consumers with “kiss-ready confidence.”

“Inspired by our ‘live out loud’ consumers, we are introducing a new, bold brand identity to illustrate how Scope is not only the choice that consumers can rely on for fresh breath, but also to help them live courageously,” P&G marketing director Rishi Dhingra said. “We want people to embrace every opportunity while feeling confident Scope will be there each step of the way to provide them with the fresh breath and confidence they’ve relied on for over 40 years.”

In an effort to spread the “Courage Encouraged” message, Scope has taken to its Facebook page and YouTube channel, inviting followers to share how they choose to unleash their inner courage. To provide courage inspiration, Scope shared videos featuring comedian David Adhoot on his mission to live spontaneously. The videos, which portray humorous exploits involved with befriending a stranger at the gym, as well as befriending a stranger in the elevator, are featured on the brand’s social media channels.

All three Scope varieties — Outlast, Dual Blast, and Classic — will tout the new brand persona and packaging. The new Scope packaging is now available at mass retailers and drug stores nationwide.